Importance of Internet Advertising in Endorsing Business Product and Services

Research proposal
(To analyse the importance of internet
advertising in endorsing business product
and services and gaining customer attention
within retail industry)

INTRODUCTION
1.1 Research Background
In recent time attracting customer is very vital and for this many organisations are adopting
the strategy of internet advertising in their business operation. Internet advertising is a set of tool
or technique used by the company to communicate with the customer and deliver their message.
With this tool organisation make an interaction with the people worldwide and communicate
their promotional message in creative and unique manner. Internet advertising is the global
advertising platform which is gaining more importance day by day. It is the virtual equivalent
method which attract various target audience towards their brand (Mishra, 2020). It also helps
the organisation to endorse their goods and services to the customer in effective and efficient
manner. Companies are spending more money on internet advertising so that they promote their
goods in unique manner. In recent era of digitalisation, the concept of digital advertising is
gaining more importance and it became very necessary for the organisation to adopt internet
advertising in their business. Internet advertising is used by the company because it of the wide
use of internet by many customers. This is also one of that tool through which organisation can
reach to target audience by easy global coverage as well as within the decided budget. This
research will also focus on the topic importance of internet advertising in endorsing the company
product and service (Denga, Vajjhala and Rakshit, 2022).
For carrying out the investigation the chosen organisation is Marks and Spencer. Marks
and Spencer is a leading and one of the major British Multinational retailer. The company was
founded in the year 1884 by Michael Marks and Thomas Spencer. The headquarter of the brand
is in London, United Kingdom. The company operates their business worldwide and to attract
the customer and endorse their product and service M&S uses internet advertising. This is
because it helps the brands to attract numerous customer for their company in large manner
(Zhao and et. al, 2021).
1.2 Problem statement
The main research problem which is identified in the current investigation is that it is very
become very important for the organisation to adopt the strategy of internet advertising. As in
recent time with the excess use of internet by the customer it creates pressure among the mangers
to use the concept of internet advertising if they want to gain competitive advantage out of it.

The company is not able to gain customer attention because of the rise in the competition in the
market. With the change in taste and preference of the employee company need to adopt those
marketing strategy which helps them to attract target audience towards their brand. To gain the
attraction it is very vital to make interaction with the buyers in innovative and creative way
(Deiss and Henneberry, 2020). This helps them to acquire a large customer base for their
company as the audience will get attracted towards the way they make promotional message. It is
also identified that company also face the problem of developing an attracting promotional
message which they can use to endorse their goods and services on the internet. Internet
advertising is important tool which assist the organisation in wider manner in the current era of
digitalisation.
1.3 Aim and objectives
Research Aim:
To analyse the importance of internet advertising in endorsing business product and
services and gaining customer attention within retail industry. A study on Marks and Spencer
Research Objectives:
 To understand the concept of internet advertising within UK retail industry
 To analyse the requirement of internet advertising in promoting business product and
services as well as gaining customer attention within Marks and Spencer
 To identify the different methods used by Marks and Spencer under internet advertising
in endorsing business product and service and to attract customer’s attention.
 To analyse the importance of internet advertising in endorsing business product and
services and gaining customer attention within Marks and Spencer
1.4 Research Questions
 What is the concept of internet advertising within UK retail industry?
 What are the requirements of internet advertising in promoting business product and
services as well as gaining customer attention within Marks and Spencer?
 What are the different methods used by Marks and Spencer under internet advertising in
endorsing business product and service and to attract customer’s attention?
 What is the importance of internet advertising in endorsing business product and services
and gaining customer attention within Marks and Spencer?

1.5 Research Significance
The main significance of the present investigation is that it will helps various stakeholder to
know the importance of internet marketing and how this research will help them to gain
advantage out of it. Internet advertising is one of the important strategy which will helps in
making an effective communication with the buyers. The current research is beneficially for the
organisation, researcher, marketing managers and customer. For the researcher this investigation
is important as they can get to know about the numerous method and tools which they can use in
their research project so that overall investigation can be done in systematic manner. Through
this they will also gain knowledge on the topic which on the other hand helps them to carry out
the further investigation in sound manner (McGruer, 2020). For the marketing manager this
research is beneficially as they will get to know about the various ways through which they can
advertise company's product or service in internet. This investigation will also help them to
understand the challenges which they can face while adopting the strategy on internet marketing.
On the other hand, with respect to the organisation this research will helps them to understand
the importance of internet advertising so that they can adopt this strategy in their working space.
This research will tell me that using this help them to promote their product and service in
effective and efficient manner. In last, for the customer this is helpful as they will get to identify
the source which company uses to advertise their product in the market. Thus, the current
research is quite significant for the stakeholder as they will get to identify the importance of
research study (Gupta, 2020).